How Attract, Acquire and Retainer Customer Using Inbound Marketing. A complete overview of the modern methodologies and proven processes that drive customer acquisition and retention via inbound marketing.

1. How to Attract,
Acquire and Retain
Customers Using
Inbound Marketing
Garrett Smith, Founder
garrett@pitchpivot.com

4. So you want to successfully
market and sell online?
There’s a lot to learn…

5. Because done right, there’s a lot to it

6. But before we go too far, let’s get
some background and perspective
Inbound marketing is different from
the way most people view marketing

8. Push Versus Pull
Traditionally products were created,
marketing was applied and messages
were pushed through controlled media

10. Inbound marketing focuses on
pulling customers in
By providing them relevant
knowledge, expertise and
convenient experiences….

11. Sort of like fishing….
• Through research you find
where the fish (customers)
are,
• Based on the fish you find
(and where), you choose
the right rod (channel),
hook and bait (content),
• Then you throw it out there
for the fish to see
(distribute)

12. (We catch big fish)

13. Inbound marketing
The process of using content, search
engines, social media, email, lead
nurturing and marketing automation to
attract, convert and retain customers.

14. The inbound marketing process

15. Attracting customers online
First starts with researching where
you customers are online and what
they need

17. There are a number of tools
Today there are a number of tools that
help you find where customers are,
what they are looking for and what they
want!

18. Here’s a few examples…

19. Once you know where customers
are and what they want
It’s time to create content and cast it
out to the internet audience

20. AKA Content Marketing
Content Attracts Strangers Here’s Content They Like
• Blogs
• Videos
• Guides
• Infographics
• Whitepapers
• Case Studies
• How-to’s and Tutorials
• Reviews
• Comparisons

21. Content Marketing forms the basis
of SEO, Social Media, PR and
Thought Leadership
Here’s how it works

22. A Simplistic Look
Content
Published
Indexed by
Search Engines
Promoted on
Social Media
Content Found
and or Shared
by Fans
Visitors Arrive

23. Content Marketing is not the
only way to attract customers
There are dozens of other ways to
pull in customers to your products
and services

24. Internet
Marketing
Comparison
Shopping
Marketplaces
Affiliate
Marketing
Webinars
PodcastsVideos
Email
Marketing
Remarketing
Display
Advertising

25. Attracting visitors is the first
battle
Now you have to convert them into
customers…

26. Creating Qualified Leads
Converting Visitors Takes Skill Here’s What’s Involved
• Landing Pages
• Calls-to-Action
• Forms
• Downloads
• Lead Management
• Conversion Analysis

27. Converting visitors can take
many forms
Based on who and what you are
marketing online, your conversion
process will vary, but…

28. Here’s an example of how it works

29. Marketing doesn’t stop once a
lead is generated
Not all leads are created equal…

30. Creating Customers
Knowing When to Strike is Key Here’s What’s Involved
• Lead Scoring
• Nurturing or Drip
Campaigns
• Email
• Phone Calls
• Marketing Automation
• Closed-loop Reporting

31. Converting a lead to a customer
involves both art and science
Most visitors do not convert after the
first visit, interaction or download.
Interested doesn’t mean buying today.

32. Leads Need to Be Scored

33. Leads Need to Be Nurtured…

34. So that sales can close!

35. Let’s take a step back and take a
look at how this all fits together
Here’s a few ways to look at this
process visually

38. A marketer’s job isn’t done yet
Once you’ve turned a stranger into a
customer, you now need to turn them into a
lifetime customer. Or at least get them to
help you acquire more customers ;)

39. There must be nicotine in your service.
I can’t stop coming back for more.

40. Turning One Sale into Many
And Customers into Promoters Here’s What’s Involved
• Service Experience
• Customer Surveys
• Email Newsletters
• Deals, Coupons, Promotions
• Social Media
• Call Campaigns

41. Consistent contact, messaging and
interaction creates advocates
Post sale marketing efforts turn
customers into repeat buyers and
repeat buyers into promoters that
advocate your brand to the world.

43. Also, it doesn’t hurt to be awesome
Or remarkable at what you do

44. And so the cycle continues
Marketing never stops. There’s always
another funnel. Another offer.
Something that needs to be optimized.

45. If you want to learn more
< ----- Read anything by him

46. Or try it out for yourself…
Garrett Smith
Founder
Pitch + Pivot
garrett@pitchpivot.com
716-256-1700
@garrettsmith